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Learn how to effectively use Facebook to promote conferences. Discover campaign planning strategies, audience targeting techniques, and results tracking methods.
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What We Will Cover Today. • Campaign Planning. • Facebook Business Account. • Conversion Tracking. • Audience Targeting. • Build the Campaign. • Build the Creative. • Results Tracking.
Why Facebook? • Facebook is the most popular social media website and as such it stores a wealth of data on its users, which can be put to good use by savvy marketers. • But more importantly, when it comes to conference marketing, Facebook allows you to upload email lists from your database for matching, which you can then use for very targeted marketing messages. • Ran in conjunction with your other marketing channels, Facebook affords you another touch point to reinforce your conference marketing plan, and also allows you to very cost effectively generate awareness.
Why Facebook? • MGI recently worked with an association with an annual conference in Europe and their budget was approximately $1,000. The campaign ran for approximately 90 days and generated over 175,000 ad impressions, over 1,800 ad clicks and reporting showed five conversions. • MGI also recently ran a Facebook campaign for another association that was promoting their annual domestic conference and was a “last minute push” campaign to boost numbers. This campaign ran for just two weeks, with a budget of less than $1,000 and generated an additional 42 conference registrations.
Campaign Planning. • There are a lot of moving pieces, so pre-planning is critical. • Gather all of the stake-holders (IT, Membership Dept., etc.) so everyone understands the importance of Conversion Codes and their proper placement. • What audience segments do you want to test so you can track them individually? • What different ad copy variants will be tested at first? • Make sure to have five to six images of the target audience to place in the ads themselves.
Facebook Business Account. • You need a Facebook page for your association and also a Facebook Business account. • If you don’t have the latter, go to www.facebook.com/business to set it up. • Note – you will have to log in to Facebook under your personal account. • Once your Facebook Business Account is set up, you will have Business Manager in your drop down menu on your personal Facebook account.
Conversion Tracking. • The first thing you will want to do is generate your Conversion Code and forward it to the appropriate person in your organization. • This code gets placed on the Thank You page that signifies that a successful transaction has occurred. • Once you’ve logged in your Facebook Business Account, go into the Ads Manager section and click on Conversion Tracking.
Conversion Tracking. • Next you will be asked to categorize your Conversion. • Since we are tracking a successful member registration, Checkouts is applicable because it is essentially a checkout in your shopping cart environment. • Next name your Conversion Pixel and click Create Pixel.
Conversion Tracking. • Now your Conversion Pixel is generated, so you will want to copy and paste it into an email and forward it to the person/department that will place the code for you.
Conversion Tracking. • While you’re at it, you will want to let the person/department placing your code know that Facebook has a Google Chrome plug-in available to test and make sure the code has been placed properly.
Audience Targeting. • Next we want to define who our audience is we want to target. • You can target people by their interests, job title, job role, all sorts of things. • You can also create Custom Audiences by uploading email records that you currently have in your database and have them matched against the email records that Facebook has on file. • Once you have created a Custom Audience you can in turn create a Lookalike Audience, which is just what it sounds like, but it helps to have volume on your side.
Audience Targeting. • For conference marketing, you will want to start out by marketing to your past attendees. • You will need a list (email records only) that goes back at least three years. • When it comes to building a Custom Audience in Facebook, volume is your best friend.
Audience Targeting. • In your Facebook Business Account, click on Audiences so that you can upload your past attendees list to Facebook for matching. • You will not know who the people are that matched, just how many records matched. • You cannot export this list out of Facebook.
Audience Targeting. • Once you are in the Audiences section, click on Create Audience and Custom Audience and then select Customer List.
Audience Targeting. • Now you will upload your list of email records (no header or other information) and it needs to be in .csv or .txt format.
Build The Campaign. • In Ads Manager, click on Campaigns and then Create Ad.
Build The Campaign. • The first thing you will want to do is set the objective for your campaign and since we want people to sign up for the conference, our objective is Increase Conversions On Your Website.
Build The Campaign. • Next you want to enter the landing page for your campaign and set the Conversion Pixel (you could have many) for your specific campaign.
Building The Creative. • Next we want to upload photos or use Shutterstock photos in Facebook’s database.
Building The Creative. • Next we want to put in our text and build our ads.
Building The Creative. • You should end up with something that looks like this.
Results Tracking. • As long as your Conversion Code is placed properly and you set up your campaign objective as Conversions on Your Website, when you log in to your Campaigns section of your Facebook Business Account, the Conversions will show as a “Result.”
